China's interactive drama industry is currently in the early stage of exploration and development, with low industrial scale and user awareness. According to iiMedia Research, only 37.9% of the netizens surveyed said they knew about the interactive drama, and more than 40% of the netizens were more interested in the multiple endings and interactive plot experience of the interactive drama; 40.8% of the netizens surveyed had more active willingness to watch in the future. iiMedia consulting analysts believe that the emergence of interactive drama brings technological and content innovation to the video industry. It can not only meet the diverse and personalized viewing needs of the audience, but also promote the upgrading of traditional film and television drama industry, and drive the two-way growth of the demand side and the supply side. In the future, driven by the increase of industrial investment, the continuous maturity of 5G technology and the gradual improvement of industrial standards, the number of interactive dramas will increase rapidly, and the user scale will increase accordingly. It is estimated that the user scale of interactive dramas will exceed 100 million in 2020.
Since 2019, China's 5G commercial landing has accelerated. As an important application scenario, cloud games have become increasingly prominent commercial value, and gradually become a hot track for multiple manufacturers to compete for layout. Although some start-ups have layout for a long time, restricted by technology, content, experience and other factors, cloud games have not been widely promoted in the Chinese market, and the user awareness is not high. According to the data of iiMedia research, 66.9% of the Internet users interviewed lack of knowledge about cloud games, of which 27.8% have never heard of it. iiMedia consulting analysts believe that with the rapid promotion of 5G, cloud games will return to the development outlet, and the investment in cloud game industry will increase significantly, which is conducive to improving the attention, awareness and participation of the society. It is expected that in the next three years, cloud game users in China will maintain a high growth rate, and the number of users will reach 373 million by 2021. At the same time, cloud games will also drive the transformation of the entire game industry chain, enhance the voice of game developers in the industry chain, intensify the competition between cloud game platforms, and promote the upgrading of game content quality.
With the changes of technology and culture, people's social needs gradually become more personalized, diversified and open. Mature social products represented by WeChat and Weibo can no longer meet the ever-changing new demands of mobile social users. Mobile social products The long tail effect is further highlighted. According to iiMedia Research, only 57.6% of the Internet users surveyed prefer the social interaction of the acquaintances; the video social mode becomes the most preferred social mode for netizens after the text and pictures; 44.3% of the netizens surveyed said they can accept the social Product e-commerce behavior. Although WeChat's social relationship chain is huge and stable, and users rely heavily on Wechat, but overloaded interpersonal relationships, redundant product features, strong marketing ethos, and flooding of content information make users bear more and more social costs, over-marketing and information flooding have become the target of public criticism. iiMedia Consulting analysts believe that the mobile social market is on the verge of change, WeChat should pay more attention to the innovation needs of internal products.
在政策驱动、海外扩张、科技等因素的驱动下，短视频规模实现快速扩张，2018年增长率为107.0%。iiMedia Research（艾媒咨询）数据显示，2019上半年，在短视频内容领域，短视频用户对PGC内容（专业生产内容）表现出更高的偏好，对于PGC和UGC（用户生产内容）结合的视频偏好率由37.4%上升至43.6%。短视频用户付费意愿大幅度增加，从31.3%增长至54.8%，过半用户现在更愿意为其喜爱的视频付费。用户在短视频平台频率最高的互动行为仍然是“点赞”，而点赞、分享转发等互动比例明显上涨，用户的互动意愿明显提升，短视频用户之间的连接关系逐步增强。在短视频营销领域，短视频市场规模预计突破200亿元，中国短视频MCN机构数量将超5000家， MCN机构进一步提高商业化效率，助推行业创新改革。短视频MCN呈现出垂直化、专业化、商业变现模式多样、技术化等新趋势。随着5G的发展，5G的商用落地有效降低创作者的门槛，短视频用户体验也将得到进一步优化。在5G的加持下，用户在短视频的互动体验将越趋丰富，其传播性也将得到有效提升。5G将会以其强大的优势推动短视频行业的发展，短视频将迎来“又一春”。
Driven by policy, overseas expansion, technology and other factors, the scale of short video has expanded rapidly, with a growth rate of 107.0% in 2018. According to iiMedia Research, in the first half of 2019, short video users showed a higher preference for PGC content (professional production content), and the video preference rate for the combination of PGC and UGC (user production content) increased from 37.4% to 43.6%. Short video users'willingness to pay increased significantly, from 31.3% to 54.8%. More than half of users are now willing to pay for their favorite videos. Users'most frequent interactive behavior in short video platform is still "point praise", while the interactive proportion of point praise, share and forwarding has increased significantly. Users' willingness to interact has increased significantly, and the connection between short video users has gradually strengthened. In the field of short video marketing, the scale of short video market is expected to exceed 20 billion yuan, and the number of short video MCN institutions in China will exceed 5,000. MCN institutions will further improve the efficiency of commercialization and help promote industrial innovation and reform. Short video MCN presents new trends such as verticalization, specialization, diversification of commercial cash flow modes and technicalization. With the development of 5G, the commercial landing of 5G effectively reduces the threshold of creators, and the short video user experience will be further optimized. With the support of 5G, the interactive experience of users in short video will become more and more abundant, and its dissemination will be effectively improved. 5G will promote the development of short video industry with its strong advantages, and short video will usher in another spring.
With the emergence of the new wave of online live broadcasting, such as home-made variety, 5G technology and virtual live broadcasting, the scale of users of online live broadcasting platform continues to rise, and the scale of users of online live broadcasting in China is expected to exceed 500 million in 2019. In the second quarter of 2019, in the entertainment content live broadcasting platform, pepper live broadcasting has more than 26 million active users per month, ranking first in the industry. According to iiMedia Research data, nearly 60% of the respondents are willing to watch the self-created variety of the live broadcast platform, and the proportion of men and women is basically the same. Among them, the self-created program of the live broadcast platform of pepper is the most popular among the interviewed users, and a large number of professional hosts are stationed on the live broadcast platform of pepper. Broadcasting and output of high-quality content provides an important guarantee. Users are optimistic about the prospects of self-created variety shows on live broadcasting platform. 56.2% of the respondents think that the development prospects of self-created variety shows on live broadcasting platform are general, and nearly 30% of the respondents are optimistic. In the aspect of live broadcasting, 40% of the respondents occasionally choose to buy star/online red e-commerce live broadcasting recommendation products, and choose to consume more female users than male users, while clothing is the most commonly purchased product category of live broadcasting platform. Verticalization of content may become the main theme of competition in the online live broadcasting industry, and the platform will focus more on the needs of a particular user group. In the future, the vertical trend of content in live broadcasting industry will be more obvious. In addition to live entertainment and game broadcasting, new market opportunities will emerge in the market segments including education and e-commerce.
Online audio refers to audio content listened through network streaming media, including audio books, network radio, audio live broadcast, interactive entertainment and other forms.With the further opening of online audio content and the further mining of user scenarios, the market of online audio is expected to maintain a steady and rapid growth. According to iiMedia Research, China's online audio market had 425 million users in 2018.China's online audio users are expected to reach 542 million by 2020.More than half of China's Internet users have used online audio apps in the first half of 2019, and 46.2% of them often listen to voice broadcast.Among these users, the sound of anchors and the quality of live broadcast content are the factors that users pay more attention to.In addition, most listeners of voice broadcast have paid for listening, so there is great potential to pay for the content of voice broadcast.However, content violations and copyright issues are still pain points in the industry, and the market competition is becoming increasingly fierce.In the future, the online audio market will continue to strengthen the creation of high-quality content and content ecology, with the help of the development of technology, deeply explore the needs of user scenarios, and make the business more diversified.
Beginning in 2015, the global film industry has entered a stage of rapid development, and 3D movies have become popular and attracted users to enter the theater for a better visual experience. In 2018, the number of global digital screens reached 182,000, and the box office of the same year reached $41.1 billion. Ai Media Consulting analysts believe that the rapid development of the global film industry has also benefited from technology promotion and contribution from the Chinese market. In 2009-2017, the box office of Chinese movies maintained a rapid growth trend with a compound growth rate of 27.2%. This is due to the support of the national team film and related cultural industries and the capitalization of the capital. On the other hand, the application of APP for ticket purchases is not available. No. In particular, the popularity of mobile Internet applications has made the Chinese film industry chain system perfect and the future toward digitalization.
The booming global tourism market has stimulated the development of the global theme park industry, but the meme parks basically formed an oligarchic competition pattern, Disney and Merlin Entertainments received significantly the highest number of visitors, and in China, the three major theme park groups of Overseas Chinese City, Huaqiang Fangte and Changlong increased the most in 2018. IiMedia Research research found that in order to remain competitive, theme parks focus on building multiple IP-forming brand ingress soneffects to maintain the continued competitiveness of brands and IP. But at present, China's theme parks mainly from ticket revenue, secondary consumption contribution is low, therefore, the meme parks to explore the "scream economy" "happy economy" "night economy" selling point, and gradually realize the transformation of scenic spots to resort complex, in order to extend the length of stay for tourists, stimulate tourists to spend twice. In addition, Ai Media Consulting analysts believe that theme parks are an effective way to stimulate the local economy, the construction of city business cards, some cities actively develop theme parks and began to explore vacation complexes and other transformational routes, such as Shanghai Disney, Guangdong Changlong and so on.
Consumers of the night economy not only help to boost the domestic demand of local residents, but also extend the retention time of foreign tourists, business office workers, etc., and promote local economic development. At present, such as London, New York, The United States has its night economic development as a cultural landmark. On the Chinese side, with the development of e-commerce industry, takeaway industry and so on, night consumption demand is gradually enriched, the proportion of night consumption accounts for about the overall retail consumption process, therefore, Beijing, Shanghai, Guangzhou, Xi'an, Chengdu and so on vigorously promote night economic development. Ai media consulting analysts believe that the night consumer market will become an important area of power in recent years, but the current provision of night consumer products in a relatively small form, some investment and development is still in the early stage; to adapt to and promote the healthy development of the night economy.